Style Hunters

Young women today are Style Hunters who love fashion and beauty - and shopping! They hit the shops as often as possible - buying something new every week!

A qualitative study conducted in 2008 involving accompanied shops and video at-home interviews with 5 young women, Style Hunters demonstrates just how important fashion and beauty are to young women today and delves into their shopping habits, bringing these to life for advertisers! Key findings from the study are that:
• Young women shop from across the High Street, both low and high end - trading up for beauty and designer handbags!
• They are constantly looking for fashion and beauty advice and inspiration
• They draw from various purchase influences… the media, celebrities, brands, in-store, friends - and other shoppers!
• Magazines - both editorial and advertising - play a hugely significant role
• Young women have a strong relationship with weekly magazines - as these are in-tune with their shopping mindset!

“…..The main place I get inspiration is definitely magazines. I use them to see what’s in fashion - it keeps you up to date. I buy them weekly so I can see what’s in the shops!”

Style Hunters explores the following key areas:

i) Meet the Style Hunters
• Louise - our Trendy Shopper, who has to keep up to date with all of the latest trends
• Amy - our Celebrity Shopper, who follows the styles of her favourite celebrities
• Charlotte - our Savvy Shopper, who loves getting fashionable clothes, but at lower prices!
• Jade - our High Street, but Beauty Spender, who buys her clothes from the High Street but trades up for beauty
• Francesca - our Beauty Queen, who just can’t resist buying beauty products!

ii) Hitting the Shops
• The practicalities and emotions associated with shopping for fashion and beauty
• Our Style Hunters shopping habits and spending behaviour
• Whether they are embracing shopping for fashion and beauty online

iii) Fashion Fix and Beauty Boost
• The role that fashion and beauty play in young women’s lives
• What’s in our Style Hunters wardrobes and make-up bags!
• Brand and store relationships
• Where they are willing to trade up!

iv) Purchase Influences
• What influences our Style Hunters fashion and beauty purchases - what has a greater/weaker influence and why
• The role of in-store, friends/WOM, celebrity, media, magazines and advertising

Follow-up online studies have been conducted to quantify the Style Hunters findings for Look and Now readers. For more information please contact:

Andrew Marrs, Head of Insight - Weeklies 0203 148 3645 andrew_marrs@ipcmedia.com

Marianne Rogers, Insight Manager - Weeklies 0203 148 3634 marianne_rogers@ipcmedia.com